Michel Gondry enjoys finding new ways to take the viewer from one scene to the next, using such things as glass bottles, Viewmasters, and zoom-morphs. For this Italian Fiat commercial, Gondry's first, he uses photographs, a technique he developed further in his videos for Les Négresses Vertes and Terence Trent D'Arby.
Here Gondry creates scenes of photograph-ads for Fiat, then uses those photographs to transition from one scene to the next. The first beach scene becomes a billboard in the second scene, which becomes a bus billboard in the third. That becomes a photograph which becomes a newspaper ad which in for the final scene becomes a postcard. Each scene is carefully choreographed, with lots of activity occurring in each. And as per Gondry's style, there is some interaction between each scene, such as a woman blowing on a Fiat postcard, causing pigeons to fly from postcard to postcard.
See the ad here. Images can be seen here.